{"id":67347,"date":"2018-04-26T08:28:29","date_gmt":"2018-04-26T06:28:29","guid":{"rendered":"https:\/\/www.grapheine.com\/graphic-design-en\/le-secret-cache-de-la-publicite-chance-chanel-jean-paul-goude"},"modified":"2023-06-29T15:09:30","modified_gmt":"2023-06-29T13:09:30","slug":"le-secret-cache-de-la-publicite-chance-chanel-jean-paul-goude","status":"publish","type":"post","link":"https:\/\/old.grapheine.com\/en\/graphic-design-en\/le-secret-cache-de-la-publicite-chance-chanel-jean-paul-goude","title":{"rendered":"The hidden secret of CHANCE by CHANEL is Goude"},"content":{"rendered":"

\"yeux-chance-chanel\"<\/p>\n

This is an article in the form of a semiological investigation or interpretative delirium - take your pick - on the symbolic mystery of a 2016 advertising campaign<\/strong> directed by Jean-Paul Goude. In the same vein, we have already talked about Natalie Portman, serial killer at Dior<\/a> - hang on, it's going to be a wild ride!<\/p>\n

It all starts with advertising<\/h2>\n

How can advertising enchant the world when we keep saying that its sole purpose is to maintain the consumer society, by creating an impulse in consumers to buy goods they don't need most of the time? Is it possible to associate \"thirst for the ideal\" with \"commercial things\" - to borrow Alain Souchon's prose?<\/p>\n

Of course, exceptions are rare and, most of the time, advertising flatters our baser instincts to seduce us. However, on rare occasions, the advertising sphere can offer us UFOs that seem to escape simple marketing specifications to project us towards an unexpected elsewhere. Let's take a look at the latest campaign for Chanel's Chance perfume, directed by Jean-Paul Goude.<\/strong><\/p>\n

Too Goude to be true<\/h3>\n

\"\"<\/p>\n

But first, who is Jean-Paul? Mr. Goude<\/a> is a graphic designer, illustrator, director, producer... but above all, a photographer. Through his compositions, he becomes all these things at once, a sparkling eye that creates and transmits a vision brimming with life. Labels don't really suit him; you could say he's more of an image magician<\/strong>. Magician because he creates dreamlike universes in which expressive bodies transcribe their emotions in settings of equally vivid colors and movements.<\/p>\n

Starting out as an illustrator for Printemps<\/strong>, in the 80s he created Kodak's<\/strong> new visual code with Young&Rubicam, inventing the color-stealing Kodakettes<\/a>.<\/p>\n

His fantastic, joyful universe has earned him a place in the hearts of magazines (Esquire, Vogue) and brands such as Perrier, Orangina, Kenzo and Chanel<\/strong>. He delights in \"sublime giants\", as he calls them, these muse-women with endless legs, bountiful buttocks (like Grace Jones or Kim Kardashian), and exalted smiles.<\/p>\n

These signature elements recur over and over again in his work, so much so that by cutting out pieces of legs you can have fun making graphic patterns ( I could decorate my bathroom with them):<\/p>\n

\"motif-mandaleg-grapheine\"<\/a><\/p>\n

Jean-Paul Goude's visuals are the height of his imagination, and the photo format is not a constraint - on the contrary. Goude cuts, pastes and reconstructs his images, with or without Photoshop, to bring together the real and the imaginary<\/strong>. Ribbon and pom-pom women, statues, Aphrodite and Hindu goddesses come to life under his lens, based on his model drawings.<\/p>\n

His work for Galeries Lafayette<\/strong><\/a> until 2014, featuring Laetitia Casta as chic, explosive, Amazonian or masculine, is a case in point.<\/p>\n

\"\"<\/a><\/p>\n

\"casta-goude\"<\/p>\n

\"femme-jean-paul-goude\"<\/a>\"femme-jean-paul-goude\"<\/a><\/p>\n

\"photo-jean-paul-goude\"<\/a><\/p>\n

\"photo-jean-paul-goude\"<\/a><\/p>\n

\"photo-jean-paul-goude\"<\/p>\n


\n<\/a>\"jeanne-jessica-goude\"<\/a>
\nphoto source :\u00a0www.jeanpaulgoude.com<\/a><\/span><\/p>\n

Exuberance, sensuality and emotion<\/strong> are the watchwords. Just recently, Jean-Paul Goude was offered the position of AD for Desigual. The new collection will be launched in September, but in the meantime, a glimpse of the runway show suggests a joyful, exotic and free-spirited collaboration. Values deeply rooted in both Goude and the Spanish brand.<\/p>\n

 <\/p>\n

\nhttp:\/\/www.jeanpaulgoude.com\/images\/projets\/events\/desigual\/Desigual_SS18_Show.mp4<\/a><\/video><\/div>\n

 <\/p>\n

Setting the scene<\/h2>\n

Before we start analyzing and interpreting Goude's Chance de Chanel advertising campaign, let's simply list the advertising elements put in place by the brand:
\n- 4 campaign visuals
\n- 1 TV spot<\/p>\n